Amsterdam City Swim: ALS Community Event
Client
Amsterdam City Swim
Services
Community Event
The Amsterdam City Swim has now become more than just a sporting fundraising event: thanks to our unique approach, it has become a powerful ALS Community Event. In 2024, the event brought together thousands of people to fight against ALS. The impact? Greater engagement, higher donations, and a strong community.
The client's request
In 2020, the organization of the Amsterdam City Swim (ACS) asked D&B Eventmarketing to breathe new life into the event. The event, once a phenomenon, had lost its shine. The number of participants declined, and fundraising results also dropped. The challenge? Generate more participants and donations AND increase engagement with ALS.
Our proposal.
D&B Eventmarketing transformed the ACS from a sporting challenge to a powerful ALS Community Event. Our answer to the client’s question? A completely revamped event concept and strategy, focused on personal connection and storytelling:
- Repositioning and rebranding: The brand received a new, inclusive look, attracting strong partners such as Basic-Fit and VERSACE.
- Patients at the center: ALS was given a face and a voice through patient stories, emotionally connecting participants and spectators with the mission.
- Revamped event journey: The swim route was reversed, so everyone came together in one place, the beating heart of the event.
- Building community: All those involved – patients, swimmers, sponsors, and volunteers – became part of a larger movement. Through storytelling and a strong digital campaign, the power of togetherness was emphasized.
The event
On September 1, 2024, 3,000 swimmers, including 40 Wave Heroes, jumped into the canals of Amsterdam. The Marineterrein became the meeting place for 2,500 visitors, 350 volunteers, and 60 ALS patients. The day was focused on fighting against ALS and celebrating life, with music from OG3NE and special speeches from the ALS Foundation and ACS.
